Poslovna strategija sprostitvenega centra

diplomsko delo univerzitetnega študija

Maja Berlic (Avtor), Janez Mayer (Mentor)

Povzetek

Sprostitveni center je v fazi, ko se sooča s pomembnimi razvojnimi odločitvami. Za objektivno in optimalno odločitev o prihodnjih projektih je potrebna celovita ocena sedanjega stanja, zato smo se dela lotili z analizo zadovoljstva strank v sprostitvenem centru, z analizo organizacijskega vzdušja v podjetju ter s SWOT analizo poslovanja. Diplomska naloga je razdeljena na teoretični in empirični del. V prvem delu je predstavljena teoretična osnova za ugotavljanje organizacijskega vzdušja med zaposlenimi, teoretična osnova za ugotavljanje zadovoljstva strank, za SWOT analizo in poslovno strategijo. Teoretično znanje, pridobljeno s prebiranjem literature, je bilo podlaga za drugi, empirični del naloge, v katerem smo na podlagi izpolnjenih anketnih vprašalnikov strank sprostitvenega centra, izpolnjenih vprašalnikov ter individualnih pogovorov z vsemi redno zaposlenimi delavkami dobili vtis o dejanskem stanju v sprostitvenem centru. Splošna analiza organizacijskega vzdušja med zaposlenimi v podjetju je pokazala, da so zaposleni zadovoljni z večino dimenzij organzacijskega vzdušja. Najslabše ocenjena dimenzija je razvoj kariere. Z ocenami posameznih dimenzij in elementov organizacijskega vzdušja smo seznanili vodilne v podjetju, ki bodo v kratkoročni plan dela vnesli nalogo oblikovanja razvoja kariere za zaposlene v kozmetičnem salonu. Z analizo vprašalnikov glede zadovoljstva strank kozmetičnega salona in savne smo potrdili dve predpostavljeni hipotezi, s katerima smo predvidevali, da so stranke s ponudbo obeh dejavnosti v sprostitvenem centru s zadovoljne. V skladu s pričakovanji je najslabšo oceno dobil novi hišni red, ki je vpeljal tiho cono, ki jo stalne stranke še niso sprejele. Ovreči smo morali hipotezo, da so stranke savne bolj zadovoljne kot stranke kozmetičnega salona. Z lastniki sprostitvenega centra smo izdelali celovito SWOT analizo. Analizirali smo vseh sedem podstruktur podjetja in ocenili prispevek posamezne podstrukture k poslovni uspešnosti podjetja. Zbirna ocena je pokazala, da podjetje nima izrazitih slabosti. Med izrazitejše prednosti bi lahko šteli podstrukturo proizvodov oziroma storitev in tehnološko podstrukturo. Sledijo tržna, organizacijska in kadrovska podstruktura, najslabše pa je ocenjena raziskovalno–razvojna podstruktura. Vzrok gre iskati v dejstvu, da je podjetje majhno, kot tako pa nima visokih namenskih sredstev za raziskave in razvoj. Diplomsko delo zaključuje obravnava nadaljnje strateške usmeritve podjetja, ki pokaže, da naj se podjetje na kratki oziroma srednji rok posveti dopolnilni dejavnosti v kozmetičnem salonu, to je spletni trgovini in tržni podstrukturi. Podjetje naj širi svojo dejavnost na nove trge z visoko kupno močjo, kar naj bi mu omogočalo hitro rast, ki bi v naslednjem koraku omogočala razvoj ostalih ključnih podstruktur.

Ključne besede

organizacijsko vzdušje;zadovoljstvo strank;SWOT analiza;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2009
Tipologija:	2.11 - Diplomsko delo
Organizacija:	UM FOV - Fakulteta za organizacijske vede
Založnik:	[M. Berlic]
UDK:	331.3
COBISS:	6439955
Št. ogledov:	2392
Št. prenosov:	289
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	WELLNES CENTER BUSINESS STRATEGY
Sekundarni povzetek:	The relaxation center is momentarily coping with important development decisions. In order to provide an optimal solution about the following projects, a holistic estimation of the current condition is needed. Therefore we decided to perform analysis of customer satisfaction and analysis or organisational atmosphere in relaxation center. The SWOT analysis of the company was made as well. The Thesis is divided to theoretical and empirical part. The first part, a theoretical framework is introduced in order to define the organisational atmosphere among employees and customer satisfaction, for SWOT analysis and business strategy. Empirical part of thesis, based on studied literature, was extended with a questioner addressed to relaxation center customers as well as individual conversations with all regularly employed beauty therapists. This procedure helped us to gather the realistic impression of actual climate in the relaxation center. General analysis of organisational atmosphere among employees in the company revealed, that employees are satisfied with most of the dimensions measured. The analysis shows the career opportunities to be estimated lower than other parameters. The results of the analysis were presented to the management. This resulted in the carrier development to be placed in the upcoming short term action plan of the beauty center. The analysis of questioners about customer satisfaction in beauty center and sauna confirm two preset hypothesis that predicted high or above average customer satisfaction in both company profit centers. Expectations were met also at the low point of the analysis which revealed that the rewriten company policy was not generally accepted by long-term regular customers. Therefore we had to drop the hypothesis which estimated that relaxation center guests are more satisfied than those of the beauty center. The owners actively cooperated at the SWOT analysis. We managed to thoroughly analyse all seven substructures of the company as well as estimated the contribution of each of the substructures to the business success of the company. The final estimation revealed that company has no major weaknesses. Most upstanding opportunities are estimated to be the range of services and products as well as the technology substructure. These were followed by marketing, organisational and employment substructure. The substructures with the lowest rating is R&D substructure. The reason for that is to be the small size of the company and size related modest funding of R&D. Thesis closes with discussion about the following strategical directions of the company. It reveals that the company should in a short term focus to beauty center services and the beauty web shop, which offers most up to date technology and marketing aproach. The company subculture should in neither way be left behind. The company should expand its operations to the new markets with high sales potential. This would enable high growth, which would simultaneously drive development of all the other key subcultures. KEYWORDS : • Organisational atmosphere, • Customer satisfaction, • SWOT analysis, • Business strategy. . The relaxation center is momentarily coping with important development decisions. In order to provide an optimal solution about the following projects, a holistic estimation of the current condition is needed. Therefore we decided to perform analysis of customer satisfaction and analysis or organisational atmosphere in relaxation center. The SWOT analysis of the company was made as well. The Thesis is divided to theoretical and empirical part. The first part, a theoretical framework is introduced in order to define the organisational atmosphere among employees and customer satisfaction, for SWOT analysis and business strategy. Empirical part of thesis, based on studied literature, was extended with a questioner addressed to relaxation center customers as well as individual conversations with all regularly employed beauty therapists. This procedure helped us
Sekundarne ključne besede:	Organisational atmosphere;Customer satisfaction;SWOT analysis;Business strategy.;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Diplomsko delo
Komentar na gradivo:	Univ. Maribor, Fak. za organizacijske vede
Strani:	87 f.
ID:	8715657